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Amazon-owned Whole Foods Market has announced that it is launching Sourced for Good, described as "an exclusive third-party-certification program to support responsible sourcing by providing tangible improvements in farmworkers’ lives, strengthening worker communities where products are sourced and promoting environmental stewardship where crops are grown … At launch, the Sourced for Good seal can be found on more than 100 products around Whole Foods Market stores."

The company says that the Sourced for Good seal "is designed to help shoppers easily identify products that meet the high sourcing standards required by the program. A recent study conducted online by The Harris Poll on behalf of Whole Foods Market among over 3,000 U.S. adults found that 75% of Americans say when grocery shopping, it’s important to them that products are responsibly sourced, while 65% of U.S. shoppers are confused about how to determine whether a product is responsibly sourced."

KC's View:

On message, and on point.  If consumers want to know more about the products they buy and the companies that make them - believing that values are as important as value - then providing third party certification for such things makes perfect sense.